|The Food Truck Surprise
By: Cindy Wendland
Food trucks have become amazingly popular all across the country. Where we once had roach coaches coming in to industrial parks selling lunch, with the economic recession and chefs out of work, food trucks are more commonplace and seen as a way to launch a career. As such, there is high acceptance of food trucks. A recent commercial used a food truck to offer customers a chance to sample a new buttermilk crispy chicken sandwich. Huge surprise! It turned out to be McDonald's.
McDonald's has suffered from bad publicity for quite some time. They continue to remodel and renovate stores and update their graphics and advertising. They also continue to bring out new menu items. Some of our favorites were the dollar snack wraps. A big challenge for McDonald's is getting people to come in and try the new menu items. McDonald's realized that if people wouldn't come to them, they could go to the people with the food truck.
Do you know how difficult it is to recognize someone when you see that person out of context?! Perhaps it is someone you only see at the gym. When you see them at a restaurant and in normal clothes, it takes a while to place them. You look at them differently until your mind can put the pieces together. The same goes for the McDonald's buttermilk crispy chicken sandwich. When the sandwich is looked at outside of the golden arches, there are no preconceived notions about it. Coming from a food truck, there is only the notion that some out-of-work chef might have made a great sandwich. The commercial shows that people loved the sandwich. It might bring people in to the restaurant to try the sandwich. The food truck association was a good advertising move for them. It was a great use of contemporary culture and advertising.
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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